What makes v o z i a n o v different from any other local or global brand?
The answer is very simple: we invented a new fashion! When on our Instagram, Facebook or website you see various geometric shapes that turn into dresses; paintings you can enter into; or furniture and other interior items that you can use both for their intended purposes, or turn into clothing - these are exact elements of new fashion we are talking about.
Just like art was named abstract, we call this type of fashion “Incorporeal fashion”.
"Fashion without a body" sounds like an oxymoron, so it is necessary to explain what it is. We are all familiar with the situation when an item from our wardrobe ceases to fit over time. Sometimes in a very short period of time. Because our body has changed, or our views on the body have changed, when the clothes have remained the same. Feeling a bit guilty, we decide to change the size, the style, or both. It seems to solve the problem, but only temporarily. Trying to explore the deep nature of the antagonism between clothes and the body we have come to the conclusion that this antagonism is embedded in the very nature of conventional clothing.
We used to perceive the body as the alpha and the omega in the fashion industry. Taking sociological, economic and cultural dimensions out of brackets will show body-centric fashion as the basis for any fabric cut. It starts with the body as the sole purpose of its birth and ends without the body as a thing that has lost the meaning of its existence. In its essence any part of traditional clothing is another body, or an embodiment of its part. Any dress worn is a body on any (body). The future conflict between two bodies is already embedded in this wordplay: one changes over time, and the other remains the same. Let's try to determine the nature of the relationship between the conditional dress (the second body) and the conditional owner of the dress (the first body). At first glance it seems the woman who bought the dress is its owner. But it is a false assumption. Only one dictates the nature of the relationship, and it is the second body (dress). Under the threat of a complete break, it (the second body) demands from the first body to never change, not even views about itself. We would call this type of relationship a “vestimentary totalitarianism”. What can be done to change this situation for the person's benefit?
We insist that the second body must die. And what should be born instead? Non-body-mimicking clothing that is not body-like and thus does not resemble a second body. Outfit that will not compete with the body for supremacy but will be in partnership with it. Clothes that will be able to change together with the changing human body. We call this kind of attire "incorporeal".
The design of such clothing breaks all the stereotypes of the industry. Before it is worn, it does not look at all like the ones we are used to wearing. Having escaped from the dictates of the body's shape, it got unlimited freedom in taking form, additional functions, or even in complete non-functionality (finally being able not to look like art - but to become art).
This is the type of clothing we have been designing at the v o z i a n o v design studio since 2015. Thus, calling v o z i a n o v is an avant-garde brand is not entirely accurate.
v o z i a n o v is a revolutionary brand.